ISNIAH, SARAH (2021) PENGARUH PRODUCT INNOVATION, E-COMMERCE DAN REWARD TERHADAP KEPUASAN SERTA LOYALITAS KONSUMEN PRODUK MOCHI IMK MAKANAN DI DKI JAKARTA DAN JAWA BARAT. S2 thesis, Universitas Mercu Buana Jakarta.
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Abstract
In this modern business world, there are more and more emerging IMK (Micro and Small Industries), new food, making competition fierce and trying to find new ideas or the right strategy in marketing more products. The purpose of this study was to analyze the effect of Product Innovation, E-commerce and Rewards on customer satisfaction and loyalty of IMK food mochi products in DKI Jakarta and West Java with the Partial Least Square method using SmartPLS 3.0 software. In addition, it can implement appropriate and efficient strategies. Calculating the increase in the number of sales at one of the manufacturers of mochi products, namely CV Abe Seika after it was implemented, as proof of the success of the increase. The results of the first findings of this study are that there is a significant positive effect between exogenous product innovation, e-commerce and reward on the intervening variable consumer satisfaction of IMK food mochi products in DKI Jakarta and West Java. The results of the findings of these two studies are that there is a significant positive effect between the variables that influence consumer satisfaction on the variable of consumer loyalty for food mochi products in DKI Jakarta and West Java. From the results of the analysis of improvements and strategies to increase the number of mochi product sellers in DKI Jakarta and West Java based on Product Innovation. Innovations are being made on indicators of product content variation. Product innovation with a strategy to develop product content variations is the most popular choice to be implemented. The results of the implementation prove that it can increase the sales of mochi products in one of the producers by 31% in the last 9 months from September 2020 to May 2021. Based on the results of reviews, consumer satisfaction has increased by 25% from before and the number of consumers who make repeat purchases has increased by 15%. Keywords : Product Innovation; E-commerce; Reward; Consumers Satisfaction; Consumers Loyalty; PLS-SEM Dunia bisnis modern ini, semakin banyaknya bermunculan IMK (Industri Mikro dan Kecil) makanan baru membuat persaingan menjadi lebih ketat dan berusaha mencari ide baru atau strategi yang tepat dalam memasarkan produknya. Tujuan dari penelitian ini adalah menganalisa pengaruh Product Innovation, E-commerce dan Reward terhadap kepuasan serta loyalitas konsumen produk mochi IMK makanan di DKI Jakarta dan Jawa Barat dengan metode Partial Least Square menggunakan software SmartPLS 3.0. Selain itu, dapat mengimplementasikan strategi yang tepat dan efisien. Menghitung peningkatan jumlah penjualan di salah satu produsen produk mochi yaitu CV Abe Seika setelah di implementasikan, sebagai pembuktian keberhasilan improvement. Hasil dari temuan pertama penelitian ini yaitu terdapat pengaruh positif signifikan antara variabel eksogen Product Innovation, E-commerce dan Reward terhadap variabel intervening kepuasan konsumen produk mochi IMK makanan di DKI Jakarta dan Jawa Barat. Hasil dari temuan kedua penelitian ini yaitu terdapat pengaruh positif signifikan antara variabel intervening kepuasan konsumen terhadap variabel endogen loyalitas konsumen produk mochi IMK makanan di DKI Jakarta dan Jawa Barat. Dari hasil analisa perbaikan dan strategi meningkatkan jumlah penjual produk mochi di DKI Jakarta dan Jawa Barat berdasarkan pada Product Innovation. Inovasi yang dilakukan pada indikator variasi isi produk. Inovasi produk mochi dengan strategi pengembangan variasi isi produk menjadi pilihan terbanyak responden untuk diimplementasikan. Hasil dari implementasi membuktikan dapat meningkatkan penjualan produk mochi di salah satu produsen sebesar 31% dalam 9 bulan teakhir sept – des 2020 sampai Mei 2021. Berdasarkan hasil review kepuasan konsumen meningkat 25% dari sebelumnya dan jumlah konsumen yang melakukan pembelian berulang meningkat sebesar 15%. Kata Kunci : Product Innovation; E-commerce; Reward; Kepuasan Konsumen; Loyalitas Konsumen; PLS-SEM
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